Christine Sams
September 26, 2013
The Age
Just when it seemed safe for families to try out a new breakfast television show, it seems they’re going to wake up with a fast food outlet instead.
Network Ten has announced what they describe as “an innovative” partnership with McDonald’s Australia to create the nation’s smallest McDonald’s outlet on the set of the new show Wake Up.
Although members of the public will not be able to buy food items from the store, there will be two full-time McDonald’s staff-members serving guests and presenters on air. (The question is, will their faces become as familiar as the new hosts, James Mathison, Natarsha Belling, Natasha Exelby and news presenter Nuala Hafner?)
The cross-promotional marketing decision by Ten comes hot on the heels of their primetime show Recipe to Riches, which features contestants vying to have their products placed in Woolworths store. The official partner on that show is, of course, Woolworths.
A statement released by Ten said the McDonalds deal comes as part of the network’s “Generate” program, which it describes as “premium creative solutions … to amplify brands on air, online and on ground”. It is part of a major revenue raising drive at the network.
Whether such a blatant product placement on the set of a much-hyped show will work with viewers remains to be seen.
Ten is not alone in securing a sales and marketing deal via a food franchise.
Seven’s Sunrise used to promote a McCafe on set, in a marketing deal with McDonalds, which switched to the Coffee Club. The deal has now switched to Michel’s Patisserie.
Today has followed suit, now using The Coffee Club for their on-air “refreshments”.
Up to this point, Wake Up’s key promotions had been about its beach location, with a set being specially constructed in Manly, and a group of young, healthy television stars in the role as presenters. Now viewers will be getting fries with that.
An air date for Wake Up is yet to be announced, but the show is expected to air soon.
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